Omni-Channel Purchase Journey with Multi-Device Paths

Date
2015-11-11
Authors
Novikoff, Su Lun
Schmidt, Caitlen
Kang, Ju-Young
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Altmetrics
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Abstract

With increasing consumer demands at the center of omni-channel activity, apparel retailers need to develop customer-centered omni-channel strategies and prepare to align their whole operations with omni-channel retailing, from marketing to distribution. The purpose of this study was to understand omni-channel consumers’ decision processes with multi-device paths during their purchase journey, from the source of the firm’s messages to their post-purchase behaviors.

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